Assessing pro-environmental behaviors and implications for integrated conservation in protected areas: A study of visitors and entrepreneurs in the Asinara National Park, Italy

Understanding pro-environmental behaviors in protected areas is vital for effective resource management, visitor management, infrastructure development, and conservation strategies. Therefore, this study aims to assess environmentally friendly practices and behaviors (eco-practices) of visitors (demand side) and entrepreneurs and tour operators (supply side) to explore the implications for the long-term sustainability of the protected area. The study utilizes the shared value framework and the valuebelief-norm theory extended to environmentalism to investigate the relevant values for pro-environmental behaviors. The paper focuses on the Asinara National Park in Italy. It employs a partial least squares-structural equation model to analyze the proenvironmental behavior and willingness to commit to conservation goals. The findings reveal that visitors demonstrate a willingness to commit to eco-practices in a protected area based upon non-extractive cultural ecosystem services (path coefficient = 0.196*) and accept earmarked taxation (path coefficient = 0.254***), which indicates their loyalty and satisfaction with their visit. On the other hand, entrepreneurs are motivated by internally adopted ecological practices (path coefficient = 0.509***) and altruistic reasons (path coefficient = 0.377**). In conclusion, the study emphasizes aligning service and facility supply with demand and the mission of protected areas to achieve balanced and sustainable resource management. By understanding and promoting pro-environmental behaviors, long-term resilience can be ensured for protected areas, benefiting both the environment and the visitors